PESO

FRAMEWORK
PESO
THE PESO MODEL, WHICH DIETRICH DEVELOPED, IS A
STRATEGY THAT TOUTS THE INTEGRATION OF PAID,
EARNED, SHARED, AND OWNED MEDIA TO DELIVER
INTEGRATED MARKETING PROGRAMS, EXTEND REACH,
AND ESTABLISH BRANDS AS LEADERS WITHIN THEIR
INDUSTRY.
PESO MODEL
WHO CAME UP WITH THE PESO MODEL?
1. THE PESO MODEL WAS CREATED BY GINI DIETRICH
2. THE PESO MODEL REFLECTS THE REALITY THAT
MARKETING, PR AND COMMUNICATIONS HAVE
CHANGED DRAMATICALLY OVER THE PAST 20 YEARS
“PAID MEDIA”
PAID MEDIA REFERS TO EXTERNAL MARKETING
EFFORTS THAT INVOLVE A PAID PLACEMENT, SUCH AS
PAY-PER-CLICK ADVERTISING, BRANDED CONTENT AND
DISPLAY ADS. PAID MEDIA IS AN ESSENTIAL
COMPONENT OF REVENUE GROWTH AND BRAND
AWARENESS FOR ONLINE BUSINESSES.
TYPES OF “PAID MEDIA”
1. DISPLAY ADS
2. SOCIAL MEDIA ADVERTISING
3. SEARCH ENGINE MARKETING (SEM)
4. OFFLINE PRINT ADS
5. RADIO OR PODCAST ADS
6. VIDEO ADS
7. WORD-OF-MOUTH MARKETING
“EARNED MEDIA”
EARNED MEDIA IS PUBLICITY OR EXPOSURE GAINED
FROM METHODS OTHER THAN PAID ADVERTISING. IF
OWNED MEDIA SITES ARE THE DESTINATION
THEN EARNED MEDIA IS THE VEHICLE THAT HELPS
PEOPLES GET THERE
EARNED MEDIA (EXAMPLES)
1. ORIGINAL SOCIAL MEDIA POSTS REFERENCING YOUR
PRODUCT
2. ONLINE CUSTOMER REVIEWS
3. PRODUCT REVIEWS ON YOUTUBE, SOCIAL MEDIA, OR BLOGS
4. MEDIA COVERAGE OF YOUR PRODUCTS, SERVICES,
BRAND, OR EVENTS
5. NATURAL INCLUSION OF YOUR PRODUCTS OR SERVICES
INTO EXTERNAL MEDIA
6. WORD-OF-MOUTH RECOMMENDATIONS
WHAT IS MEANT BY EARNED MEDIA?
THIS IS A TYPE OF MEDIA THAT YOU, WELL, EARN. IT’S
ATTENTION THAT IS ORGANICALLY GENERATED FOR YOUR
BRAND’S CONTENT THAT YOU DIDN’T CREATE OR PAY FOR.
FOR INSTANCE, WHEN SOMEONE MENTIONS YOUR
BRAND OR POSTS A PHOTO OR VIDEO TO SOCIAL MEDIA
THAT YOU DIDN’T CREATE OR PAY FOR.
“SHARED MEDIA”
SHARED MEDIA REFERS TO CONTENT WHICH IS SHARED
ACROSS THIRD PARTY PLATFORMS, SUCH AS SOCIAL MEDIA,
OR SHARED BETWEEN MULTIPLE OWNERS, INCLUDING
PEOPLE LIKING, COMMENTING ON OR SHARING SOMEONE'S
SOCIAL MEDIA POSTS – IT IS THE RESULT OF A SHARED
INTERACTION.
EXAMPLES : POSTS TO PLATFORMS SUCH AS TWITTER,
FACEBOOK, LINKEDIN, PINTEREST AND INSTAGRAM. THESE
POSTS COULD COME FROM BRANDS, MEDIA OUTLETS AND
INDIVIDUALS.
“OWNED MEDIA”
OWNED MEDIA IS ANYTHING UNDER COMPANIES'
DIRECT CONTROL SUCH AS WEBSITES, NEWSLETTERS,
CATALOGS, AND BLOGS. SOCIAL MEDIA IS USUALLY
OWNED AND EARNED. THE RATIONALE IS THAT BRANDS
OWN THEIR OWN SOCIAL CHANNELS AND AUDIENCES,
THEN TRY TO EARN SHARING AND WORD-OF-MOUTH.
WHAT IS OWNED VS EARNED MEDIA?
OWNED MEDIA IS WHEN YOU LEVERAGE A CHANNEL
YOU CREATE AND CONTROL. THIS COULD BE YOUR
COMPANY BLOG, YOUTUBE CHANNEL, YOUR WEBSITE,
OR EVEN YOUR FACEBOOK PAGE.
EARNED MEDIA IS WHEN CUSTOMERS, THE PRESS AND
THE PUBLIC SHARE YOUR CONTENT, SPEAK ABOUT YOUR
BRAND VIA WORD OF MOUTH, AND OTHERWISE
DISCUSS YOUR BRAND.
 TRUST SCALE COST PREDICTABILITY

PAID LOW HIGH HIGH YES

EARNED HIGH MEDIUM LOW TO NO

MEDIUM
SHARED HIGH LOW LOW NO

OWNED LOW TO LOW LOW TO YES

MEDIUM MEDIUM